Qatar Airways has taken its support for Breast Cancer Awareness Month to new heights by 'drawing' a symbolic pink ribbon in the sky above Doha.
Flight QR9901 undertook a special route to create the ribbon image, which was able be viewed in real time on popular flight tracking sites.
The 'Think Pink' flight was exclusively operated by women – from the ground operations, technical support and dispatch teams to the flight deck and cabin crew.
QR9901 took off from Hamad International Airport on Saturday (local time) and returned 65 minutes later after completing its special flight.
The Boeing 787 Dreamliner was loaded with specially invited female passengers who were given a 'Think Pink' service that included an announcement from the captain, pink-themed food and beverages along with Qatar Airways 'Think Pink' wristbands and limited edition pink BRICs amenity kits.
The airline's CEO Akbar Al Baker said: "Qatar Airways is a very strong supporter of Breast Cancer Awareness Month and all the incredibly hard work that goes into research and development to help beat breast cancer. Together we hope to reach as many people as possible, and help save lives."
The all-female flight wasn't just symbolic in terms of its flight pattern, it also hoped to send a message of equality and inclusion from an airline and its boss - who has previously been criticised for sexist comments.
In 2018, Al Baker told colleagues at an aviation conference in Sydney that a woman would not be capable of doing his job.
"Of course it (the airline) has to be led by a man because it is a very challenging position," Al Baker told the stunned crowd. He later apologised and said his comment was intended to be a joke and had been taken out of context.
Just a year before that, an airline employee union accused him of sexism and age discrimination after he labelled US flight attendants "grandmothers".
Earlier this month, Qatar Airways introduced an exclusive 'Think Pink' experience for passengers in the sky as well in its lounges, offering custom-designed limited edition amenity kits and pink-themed special menus on select flights throughout the month of October.